Why Newsletters Are Key to Engaging the Over-50 Fitness Market

In a recent episode of the Alloy Personal Training Business podcast, Rick Mayo sat down with Jay Croft, a seasoned journalist turned fitness marketing expert, to discuss why newsletters are a game-changer in reaching the over-50 market.

Croft, now an essential Alloy vendor, specializes in crafting fitness marketing content for older adults—a rapidly growing market often overlooked by the fitness industry. Together, Mayo and Croft explored the need for targeted communication, the value of email newsletters, and why Alloy is betting on this demographic for growth. Here’s a deep dive into their insights.

Why The Over-50 Market Is An Underserved Goldmine

As Rick Mayo and Jay Croft discussed, the over-50 demographic holds 70% of the nation’s disposable income, yet fitness marketing often focuses on younger audiences. This demographic may not represent the stereotypical gym-goer, but they are eager for the health and lifestyle benefits of fitness, and they have the financial means to support long-term memberships.

Mayo explained Alloy’s commitment to targeting this underserved market by tailoring fitness solutions to their unique needs and goals. Rather than focusing solely on younger clients who may lack spending power and commitment, Alloy has found success by tapping into a customer base ready to invest in their well-being. Croft echoed these sentiments, noting how his own experiences inspired his career shift to help gyms cater to older adults. By addressing the over-50 market, gyms and studios can create lasting relationships, ultimately leading to a loyal and profitable customer base.

The Role of Consistent Communication in Fitness Marketing

One of the critical takeaways from this conversation is the importance of consistent communication in building relationships with potential clients. In an era where there’s no single method to reach people, Croft highlighted the need to be present across various channels—social media, email newsletters, websites, and even in-person interactions at local events.

For gym owners, consistent messaging not only establishes brand identity but also builds trust over time. By reaching out regularly and offering helpful, relevant information, gyms can stay top-of-mind for potential clients. This is especially true for the over-50 market, where consistent, informative communication can set a business apart from competitors and establish it as a trusted resource.

Why Email Newsletters Engage the Over-50 Demographic

Croft emphasized that an email list is one of the most valuable assets a gym can have. Unlike social media, where algorithms control who sees your content, email lists give businesses a direct line of communication with interested prospects. “Your email list is gold,” Croft asserted, advising gym owners to make regular use of it.

But why newsletters? Older adults often rely more on email than social media for staying informed, making email newsletters a highly effective way to reach them. Newsletters allow gym owners to share valuable content, such as fitness tips, success stories, or health news, directly with their audience. By consistently delivering useful and relevant content, gyms can build a relationship with potential clients and nurture them until they are ready to join.

1. Deliver Valuable Content Balanced With Promotional Messages

A key to successful email marketing is striking the right balance between providing valuable content and making promotional offers. As Mayo and Croft discussed, nobody wants to receive a constant barrage of sales pitches. Instead, newsletters should focus on delivering real value to readers. For example, Croft often includes educational content on topics like bone health for post-menopausal women or the benefits of strength training for seniors. Such topics resonate deeply with older adults, helping them understand why fitness is essential for their quality of life.

When gym owners prioritize informative content, promotional messages are seen as helpful rather than intrusive. After several informative emails, a promotion might feel like a natural extension of the relationship. By mixing in occasional calls-to-action, such as inviting readers to a free class or encouraging them to join a special event, gyms can drive conversions without overwhelming their audience.

2. Relevant Content Is Critical For Engagement and Loyalty

Croft shared that providing relevant content is crucial to creating engagement and loyalty within the over-50 market. For instance, his newsletters may feature articles on how strength training can improve mobility or how fitness can support an active retirement. Such content directly addresses the interests and concerns of older adults, positioning the gym as a resource they can trust.

In contrast, traditional gym marketing often overlooks the importance of this tailored approach. Younger audiences may respond to promotions or images of intense workouts, but the over-50 demographic needs reassurance that the gym environment will be supportive, safe, and conducive to their specific goals. Croft’s content for Alloy helps bridge this gap by addressing common fears and objections head-on, showing potential members that Alloy understands their unique needs.

3. Ability To Maintain Relationships With Clients

One of the most significant advantages of regular email communication is the ability to maintain a relationship with potential clients over time. Many people may not be ready to join a gym immediately but are interested in fitness and wellness information. By keeping in touch through valuable content, Alloy franchisees stay top-of-mind, ensuring that when potential clients are ready to commit, Alloy is their first choice.

Croft shared a story illustrating this point: a potential client initially showed no interest in joining but later thanked a gym manager for persistently reaching out. Circumstances had shifted, and the client was now ready to take the plunge, largely because of the consistent communication that kept Alloy in their awareness. This story underscores the importance of staying engaged with prospects—even if they’re not immediately ready to join—through informative, friendly content.

Jay Croft’s Role as an Essential Vendor for Alloy Franchisees

Recognizing the value of Croft’s expertise, Alloy has welcomed him into its vendor suite as a resource for franchisees. Through his company, Prime Fit Content, Croft provides gyms and fitness studios with ready-made newsletters, blog posts, and social media content specifically crafted to attract and engage the over-50 demographic. Alloy franchisees can now leverage his expertise to maintain consistent, high-quality communication with both current and potential members.

This partnership allows Alloy locations to benefit from Croft’s industry insights without requiring franchisees to become content experts themselves. With a background in journalism and corporate communications, Croft brings a unique skill set that combines storytelling with strategic messaging—qualities that are particularly valuable in connecting with an older audience. Through the Alloy vendor portal, franchisees can access Croft’s services and receive assistance with email marketing, ensuring their communication efforts are aligned with Alloy’s brand philosophy and optimized for their target audience.

Aligning Croft’s Approach with Alloy’s Brand Philosophy

Both Croft and Mayo share a commitment to serving the over-50 market, and their partnership reflects a shared philosophy. Alloy’s brand emphasizes fitness programs designed for older adults, with a focus on longevity, mobility, and quality of life. Croft’s content aligns perfectly with this mission, helping franchisees communicate Alloy’s unique value proposition to an audience that often feels overlooked by mainstream fitness marketing.

Through newsletters and social media content, Croft reinforces Alloy’s message that fitness is essential for living a vibrant, independent life at any age. This alignment between content and brand identity ensures that every piece of communication resonates with Alloy’s values and speaks directly to the needs of its audience.

The Benefits of Outsourcing Email Marketing to an Expert

For many small business owners, managing email marketing can be time-consuming and overwhelming. Croft’s expertise allows Alloy franchisees to outsource this critical function, freeing them to focus on other aspects of running their business. Croft handles everything from content creation to distribution, ensuring that Alloy locations maintain consistent communication with their email lists.

As Mayo pointed out, Alloy franchisees are busy with day-to-day operations, and not everyone has the time or expertise to create high-quality marketing content. By partnering with Croft, franchisees gain access to professionally crafted newsletters that keep their members engaged and informed. This partnership also enables Alloy to maintain a unified brand voice across its locations, as Croft tailors all content to align with the company’s philosophy.

Why Newsletters Are a Game-Changer for Engaging Older Adults

The Alloy Personal Training Business podcast episode with Jay Croft highlighted the immense potential of email newsletters in engaging the over-50 demographic. By addressing the unique needs and interests of this market, Alloy and Croft have developed a powerful approach that combines informative content with consistent communication.

For gym owners and fitness entrepreneurs, the insights shared by Mayo and Croft offer a roadmap for tapping into a lucrative, underserved market. By investing in high-quality, relevant content, gyms can build relationships with potential clients, differentiate themselves from competitors, and ultimately drive long-term growth. The Alloy-Croft partnership exemplifies how targeted communication, when aligned with brand values, can be a powerful tool in expanding a fitness business.

Also check out an earlier episode about the 4 Demographic Segments of the Over 50 Maket with Rick and Jay.